Role of Product Factors that Shape Consumer Attitudes toward Organic Fruits and Vegetables: A TPB Approach

Abstract

Background: The global demand for organic fruits and vegetables is increasing due to rising health consciousness and environmental concerns. However, in emerging economies like India, adoption remains relatively limited due to cost barriers, accessibility constraints, and behavioural factors influencing consumer decision-making. Purpose: This study explores how product attributes and behavioural factors influence consumer attitudes toward purchasing organic fruits and vegetables (OFV) in India. Despite rising interest in healthy and eco-friendly diets, the adoption of OFV remains limited. The research examines the effects of product price, quality, knowledge, and availability, alongside subjective norms and perceived behavioural control from the TPB (Theory of Planned Behaviour), to understand drivers of sustainable food choices. Significance of the Study: This study uniquely integrates product-related attributes with psychological constructs from the TPB into a single empirical model. Unlike prior research that emphasised awareness or health motives, it highlights the combined role of product cues and behavioural factors in shaping consumer attitude toward OFV in India, offering context-specific evidence from a semi-urban retail environment. Methodology: A quantitative design was employed, with data collected from OFV consumers in Aligarh, India. Constructs were measured using a structured questionnaire with a 5-point Likert scale. SEM with Amos tested the measurement and structural models, while CFA ensured validity and reliability. The sample comprised consumers familiar with organic products, ensuring informed responses. Findings: Results show that product quality, knowledge, and availability significantly enhance consumer attitudes. SN and PBC also positively influence the role of social approval and ease of access. Price exerted a weaker effect, suggesting consumers prioritise authenticity and quality over cost. Overall, product attributes combined with TPB predictors effectively explain OFV purchase behaviour in India. Practical & Policy Implications: The research offers concrete guidance for both marketers and policymakers to enhance the uptake of organic food ventures OFVs). Enhancing supply chain access, improving certification visibility, and delivering knowledge-based communication can reduce the attitude-behaviour gap. Emphasising quality, nutrition, and environmental benefits may attract value-driven consumers, while leveraging social influence through community initiatives and expert endorsements can broaden sustainable consumption practices.